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To Deliver The Vodafone 360 Strategy, Vodafone Becomes A Social Network And A Handset Maker

September 28, 2009


  • By Ian Fogg
  • with Thomas Husson,
  • Mark Mulligan,
  • Laura Wiramihardja

Why Read This Brief

Vodafone 360 is a bold initiative that will affect every firm's Social Computing strategy. Vodafone aims to drive mobile Internet adoption, acquire new customers, and increase long-term customer retention. Vodafone 360 both aggregates leading social networks and is its own new social network — and integrates all of these with mobile handsets and a new consumer cloud service. In so doing, Vodafone is now in a "coopetitive" relationship with Internet social networks and leading Internet portals, including Google, Microsoft, and Yahoo! By limiting the full 360 experience to running on only 360-branded LiMo handsets, Vodafone is also becoming a player in the handset market; it is competing with the Social Computing strategies of handset makers like HTC, INQ Mobile, Motorola, Nokia, and Palm. Vodafone 360 is a strong brand name to replace Vodafone live!; if combined with good execution, it promises to strengthen Vodafone's position in the mobile market.

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